E-commerce continues to drive growth at Domino’s Pizza

Domino's Pizza saw an increase in sales of 38.9 per cent for the first half of 2009

E-commerce continued to drive growth at Domino’s Pizza as online income surpassed £35m during the first six months of 2009.

Web site sales of £35.2m represent an increase of 38.9 per cent from the £25.4m reported for the same period last year and 26.2 per cent of total delivered sales.

The firm’s chief executive Chris Moore said that while hot weather does have an impact on the pizza delivery business, a targeted marketing plan has given a boost to the firm’s overall performance.

“With the addition of short-term, price-led marketing activity, we will ensure that Domino’s remains a regular part of our customers’ culinary routine,” Moore said in a statement.

The pizza business is now working on a series of customer-facing projects to add to its portfolio of 17 digital multi-channel retail platforms, which include SMS ordering and a virtual store on Second Life.

“We want customers to see Domino’s as a company that is always trying to understand the way they wish to order. There is a huge appeal in social networking and that is something we recognise,” the firm’s IT director Jane Kimberlin told Computing earlier this year.

“I think that omnipresence online allows customers to feel that they have a relationship with Domino’s and that we are part of their lifestyle," she said.